FAMILY DECISION MAKING

FAMILY DECISION MAKING

1. Single person

   • can buy more
   • you have your own decision
   • collect information
   • sometimes they can't decide

2. Married person

   • higher income
   • decision maker
     • whether to buy
     • Which product to buy
     • Which brand to buy
     • Where to buy it
     • When to buy
   • negotiation between the family

3. Group influences

   • The aspirational reference group
     • identify with what you would like to be
   • Associative reference groups
     • attached to reality
   • Dissociative reference group
     • seek to detach from the conventional

4. Group influences

   • primary
     • great influence
   • secondary
     • less influence
   • informational
     • has knowledge of its members
   • normative
     • meet the requirements

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